How to do trade and tech PR in Asia Pacific successfully
The truth around dealing with the trade and tech PR in Asia Pacific is that it is something of a minefield. Very few media outlets (save for a few honourable exceptions in Singapore and Australia) have audited circulations and the vast majority are very commercial i.e. they won’t entertain your stories editorially without advertising support - in a media outlet with no real credibility. As one client who I spoke to once told me “it’s still the wild west out here”.
So where do you start?
The reality is that there is no substitute for hard work. You need to build close relations with the media outlets and influencers that are most important to you.
Media contacts database
What I have found is that a good and regulated media database really helps. For example, we have found that the Telum Media service based out here is invaluable and their team is incredibly responsive.
Networking is key
One huge plus point is that, if like us you are based in Singapore, then meeting journalists is very much part of the landscape. ‘A half an hour cup of coffee’ really can be just that without impacting too much on your schedule and their deadlines.
Exhibitions – an old tactic but a goodie
The old tactic of using exhibitions as a central point from which to run activities still works well as media partners are often in attendance. But one thing to be bear in mind is that you need to be prepared to walk miles of carpet and be incredibly patient to track down the editorial staff.
The role of the trade and technical PR in Asia Pacific is totally different to other places in the world and it will be interesting to see - with the rise of industrial automation and Industry 4.0 - if the influx of marketing dollars will change the landscape to one where the trade and tech media is more influential than it currently is. If it does, it will change the way PR is perceived out here and make a PR professional’s life that little bit easier.
Author: Ian Clay, Executive Director, Technical Associates Group